Guide: The Digital Communication Mix

By Alex Fairie and Megh Shetty

Digital Media must be optimised to reach target customers. Traditional offline and digital marketing efforts must deliver a synchronised message across all channels using a mix of four key drivers of the customer acquisition process:

1. Education:

Businesses can educate their customers about the “essence” of their product or service. This education should ideally focus on the tangible and verifiable benefits and outcomes of their product or service. Customisation of communication collateral is therefore a key process. Businesses can utilise newsletters, brochures etc. to deliver this message. But, in a continent as diverse and multi-cultural as Europe where people from around the world come to settle, would the principle European languages address the needs of diverse market demographics? Think about it - an electronic newsletter or brochure can offer new market opportunities for the business not only in Europe but across the world. If customers are educated in their native language they are more likely to remember it and will respond to the message or the stimuli positively leading to Top of Mind Awareness (ToMA).

2. Engagement:

Businesses must foster digital channels such as blogs and social media, to engage with their customers. However, for best results these channels must advocate the purpose of the organisation in multiple languages with great cultural sensitivity. Clients must belong to an eco-system where they are driven by an overwhelming feeling of belonging. Engaging customers of various demographics in their own language and with information which is relevant to them enhances brand perception. For example YouTube videos can be subtitled and dubbed in native language of the target market as well as the content can be culturally localised.

3. Experience:

Businesses must ensure positive client experience. An experience which is worth remembering can lead to exponential transmission – i.e. Viral Word of Mouth or Viral Marketing. So, how can one create customer experience in the digital age? Video testimonials, user guides and buyer guides are some of the many options available for creating enhanced customer experience.

4. Exposure: Businesses must ask themselves how they intend to convert an anonymous prospective customer behind a computer to make a purchase. The anonymity of the prospective customer in this digital age is beyond the comprehension of any BI software. Businesses can therefore create Points of Exposure (POE’s) at important Off-line and Online Merchandising points where the prospective customers have the ability to access information and customised messages.

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